14. Nov, 2017

Innovation theories ...

As mentioned on Sunday, I have been to the Cologne Innovation Meetup - jobs to be done yesterday evening. It was a great 1st experience with Meetups in a nice and surprising location in the middle of Cologne, called Wertheim http://wertheim-cologne.com/en. Wertheim is a smart symbiosis for Work (Co-working spaces and meeting rooms), Life (Appartments) and Joy (event location).

After a funny warm-up session to get to know each other better (Why are you wearing these shoes and on which occasion did you buy them?), we did immediately start with a short introduction presentation to the Jobs-To-Be-Done (JTBD) theory.

"The critical unit of analysis is the circumstance, not the customer" - M.E. Raynor, C. Christiansen - The Innovators Solution 2003

Some supporting material below, for more details and to get you guys up to speed:

The JOBS of JTBD are multilayered - functional, social, emotional, generic. All four areas need to be covered in the detailed customer interviews. 

You can use the JTBD approach also as supporting tool for Value Proposition Design Workshops see https://www.slideshare.net/lifehackHQ/value-proposition-design-lifehack?ref=https://lifehackhq.co/lifehack-resources/value-proposition-design-workshop-slides/ 

The future belongs to those who see possibilities before they become obvious. John Sculley, American - Businessman Born: April 6, 1939

“Creativity is thinking up new things. Innovation is doing new things.” Theodore Levitt, March 1, 1925 – June 28, 2006 was an American economist and professor

By using the JTBD theory, you should be able to bring forward the so called Google "Zero moment of truth" - https://www.youtube.com/watch?v=g40rrWBx2ok

When searching around the innovation topic today, I came across the following article 15 most important Innovation Theories your company should be using (https://www.ideatovalue.com/inno/nickskillicorn/2017/07/15-most-important-innovation-theories-your-company-should-be-using/) that sees JTBD on the 1st place. Could just be a coincidence 🙂👍.

Next JTBD Meetup is planned for 11-Dec-17. In two weeks I will be joining another innovation approach -  Beyond Design Thinking – The next Level of Innovation https://www.youtube.com/watch?v=WDn3yQKfpqY, will be interesting to see the differences. Looking forward to it.


Innovation is not born from the dream. Innovation is born from the struggle. Simon Sinek  https://startwithwhy.com/